Orquin, Jacob Lund4; Scholderer, Joachim5; Jeppesen, H.B.3
1 Department of Management, Aarhus BSS, Aarhus University2 Department of Economics and Business Economics, Aarhus BSS, Aarhus University3 unknown4 Department of Management, Aarhus BSS, Aarhus University5 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
How saliency and surface size of packaging elements affect attention and choice
Previous research has shown that increases in the overall saliency of products packages lead to increases in attention and how attention affects choice. However, no studies have addressed this issue at the level of individual packaging elements such as product claims and labels. The present paper reports the findings from an eye-tracking study on consumer attention and product choice. The study revealed that increases in the saliency and surface size of packaging elements are associated with greater fixation likelihood and that attention to elements such as product claims and organic labels is associated with increased choice probability whereas attention to nutrition-related elements such as GDA labels or the Nordic keyhole label is associated with decreased choice probability.